Sony Australia has just announced a strategic partnership with surf company Billabong which also includes surfer Joel Parkinson as a Sony Brand ambassador.
The deal will entail sponsorship of events, product demonstrations, store appearances, content development, retail integration, co-branding opportunities and promotional campaigns.
Surfing is a million dollar industry in Australia (retail and tourism) but it lacks the media and free to air coverage afforded to other sports. This means half the people in the street wouldn’t know who Joel Parkinson is. On the surface is seems like a strange sponsorship but let me help you understand why Sony made this play.
I’m sure you’ve heard the phrase “Surfing is more than just a sport, it’s a lifestyle”? Well it’s true and this is the sports greatest asset. The Billabong’s and Quiksilver’s of the world not only appeal to hard core surfers, but they attract other demographics because of the ‘lifestyle’ element. Just like rock stars, surfers have long been powerful influencers of everything from fashion, hairstyles, cars and accessories.
The fastest way to make a product cool is to give it to a cool group of influencers. Essentially this is what Sony is doing with this sponsorship. Not only does the ‘lifestyle’ element of surfing fit perfectly with Sony’s brand essence and its products but this sponsorship will give the brand touch feel access to an extremely passionate group of influencers.
I’m just amazed there aren’t more blue chip brands involved in surfing.
